6. What I have learnt about the industry in relation to television advertising and how I intend to use this knowledge and understanding to ensure my production is appropriate to the media industry context of the set brief I have chosen

The ASA

The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all published media and advertising platforms. They apply the Advertising Codes, which are written by the Committees of Advertising Practice (CAP).

The ASA Broadcast code has over 30 points, examples include:

Advertisements should not:
- Mislead viewers with false information
- Cause serious or widespread offence or harm
- Use loudness of ads, shock tactics and flashing lights, which may trigger photosensitive epilepsy, to promote their product
- Promote lotteries, gambling, betting, alcohol or smoking – disclaimers must be included in adult advertisements, for example “Please drink responsibly” at the end of alcohol adverts
- Be seen to favour particular political issues or parties

Advertisements should:
- Be appropriate for all ages before the UK's 9pm watershed
- Have clear and reliable evidence for claims made
- Show acceptance of diversity and promote equality
- Promote safety in all vehicle adverts eg. not using vocabulary such as 'fast' on a car advert and encourage the use of safety equipment on motorbikes
- Use royalty free or original music


Example of an inappropriate advert

In response to several complaints, this advert for Marc Jacobs perfume Oh Lola featuring actress Dakota Fanning was banned by the ASA in 2011.  They maintained the ad appeared to ‘sexualise a child’, directly opposing the regulations of the ASA. Although Dakota Fanning was 17 at the time, the ASA deemed she looked under 16 in this particular photograph. That, in combination with her short dress and the sexually-suggestive positioning of the perfume bottle, resulted in the ASA ruling that it was 'irresponsible' and 'likely to cause serious offence'.

Example of an appropriate advert

This advert was released as part of the Dove 'Men+Care' campaign in 2015. This adheres to ASA regulations as well as promoting a positive message for men and challenging the stereotype of men having to be strong and not show emotion. It also features a range of races, personalities and ages to show equality and promote diversity.

E4 Audience

Popular show New Girl on E4 features characters from their target audience of 16-34 year olds

E4 broadcasts good quality drama, comedy and reality shows, appealing to educated 16-34 year olds. Their most popular shows are The Big Bang Theory and New Girl, both of which are American Sitcoms. This demographic is mindful, niche, sociable and heavily uses the internet. There is a slight majority of 59% female viewers.  In order to successfully engage my target audience I will need to apply conventions which typically appeal to this demographic, such as elements of comedy. As my brief specifies I am targeting an active community, I should also use intertextual references to sport. In order to appeal to the youth demographic, I must use music which is popular among 16-24 year olds. According to Billboard magazine, the most popular genres among young adults are Pop, EDM and House. I would also like to incorporate a song which is instantly recognisable, uplifting and delivers a positive message. For this reason I would like to use 'Sing, Sing, Sing' by Louis Prima and Benny Goodman, and 'Think' by Aretha Franklin.

Copyright

In order to conform to the regulations of TV advertising, I must ensure that the music I use is copyright free. In the UK, all music automatically becomes copyright free after 100 years, however if the piece is over 75 years and the artist is dead, the piece also becomes copyright free. Artists can also post their music without binding copyright laws which are free to use under the discretion of the artist. Archive.org post copyright free resources which can be accessed and used freely by the public. This is where I sourced the song 'Sing, Sing, Sing', which was recorded in 1937, and both Louis Prima and Benny Goodman are dead, making the song copyright free. 

How I will apply this research to my productions

In order for my adverts to be successful they must adhere to the regulations defined by the ASA, as well as ensuring my productions are appropriate to to the media industry context I have been provided with (Prime-time E4, weekdays between 7-9pm). For this:

1) I must make sure to not include sexual or offensive content. For this I will avoid mature themes and language, bias viewpoints, or any sexual content. 

2) I must not use copyright music.
3) I must use my advert to educate viewers in equality and diversity. For this I will use a range of actors of different ethnicites, genders and personalities which will be expressed in each advert.

4) I must make my advert attractive to E4's demographic of youths. For this I will use young actors and intertextual references relevant to young, active people

5) I will not feature or promote use of drugs, alcohol or smoking

6) I will not feature or promote gambling, betting or lotteries